The house of Dharampal Satyapal (DS) Group has launched YoMil, a milk-based powdered beverage 'one minute shake'. The product, launched under brand Catch, carries the tagline, 'Minute sirf ek, paani se bana shake'.
Continuing its tradition of high decibel below-the-line (BTL) activities, the DS Group has again planned an innovative activation for YoMil, represented by the YoMil Cow. The canter van activity comprises of a life-size animatronics cow that moos, blinks its eyes and moves its tail and neck. A promoter sitting in the van instantly grabs eyeballs as he takes out the four flavours of YoMil (Choco Milky, Milky Mango, Milky Rose and Milky Kesar Badam) from the cow instead of milk, and offers it to the onlookers for sampling.
Conceptualised and executed by the in-house team of the DS Group, there are five such canter vans that will travel through 250 towns in Tier 1 and Tier 2 markets across the country for five months. The activity will also involve school contact programmes. It is planned keeping in mind the target group (TG) that includes all age groups starting from children to youth and adults.
The school contact programmes will use the YoMil Cow canter van along with other independent activities.
The group will target the corporates through 40 vending machines at various corporate houses and BPOs. It also plans to take the activity to the airports, railways and inter-state bus terminals.
To spread the communication, other media such as print, radio, television and digital will be used, including the BTL activity connected to a radio activity spread across 35 towns. The television commercial will start from the first week of September.
Atanu Gangoly, category head, confectionery and powdered concentrate, DS Group, says, "DS Group has defined its growth with singular focus on product innovation in line with explicit customer requirements. With YoMil, we are launching a category and not a product which is a powdered beverage that gives you a milky shake when mixed with water. We are expanding our product portfolio in the segment whilst focusing on convenience, taste, affordability and health, and offering an industry first, yet again. We are targeting all age groups starting from children to adults and with YoMil, we aspire to build a focused consumer connect while catering to evolving customer requirements."